3 steps to increase conversion rate of wedding photography!

Achieving conversions by adding followers to public accounts and following up with post-marketing actions has become an important customer acquisition link in the wedding photography industry. However, many wedding photography agencies’ official accounts face the problems of low customer openness rate and difficulty in closing orders quickly in the process of converting fans.

In response to the pain points of industry operations, Cao Ying, senior operations manager of the wedding photography industry at Tencent Advertising, analyzed the changes in the industry's customer acquisition chain, sorted out and summarized effective public account communication techniques, and assisted optimizers in upgrading their transaction skills.

1. “Wonderful words” determine customer acquisition efficiency

Optimizing speech cannot be underestimated

Among all types of advertisements placed in the wedding photography industry, attention-type advertisements account for 96%, and are becoming the choice of more travel photography, local wedding dresses, and photo clients. This also means that it is crucial to achieve the conversion from fans to customers. Flexible marketing requires continuous guidance of public account content and wording, coupled with the continued influence of the brand.

The conversion chain needs to go through exposure, clicks, visits, attention, and finally conversion. Each link will have an impact on the customer's decision. The delivery content, settings, and public account content are all closely linked to the sales pitch. Excellent sales pitch will effectively increase the opening rate and affect the conversion efficiency of the subsequent links: the higher the opening rate and the opening-to-registration rate, the greater the tolerance for attention costs, and the higher the advertising bid space, which becomes a magic weapon for saving costs.

2. “Three Steps to Fan Conversion” to Improve Opening Rate

Directly hit the user's mind

In order to better improve the opening rate and the opening-to-registration rate and increase the attention to the official account, advertisers need to adopt "rational personnel allocation + speech guidance to promote conversion + tool use to improve efficiency" to reduce the effective customer capital cost of attention through three-pronged approach.

In view of the key link of guiding with sales talk, the operation experts of the wedding photography industry of Tencent Advertising have summarized the "Three Steps to Fan Conversion", and analyzed in detail the characteristics of the three links of "guiding openings" - "exploring needs" - "obtaining customer information" , helping optimizers to follow up closely with professional sales talk and directly hit the minds of users.

Three steps to convert fans

Step 1: Encourage fans to speak up

Through the analysis of market data, we know that after following the official account, fans are most interested in event welfare content, followed by price and product content. When pushing information, you can draft a script based on the above three core information points, communicate with fans one by one, and guide fans to speak; at the same time, quickly highlight the information about the discount strength to arouse fans' curiosity.

Adopting more speech skills in the conversation can help stimulate the opening rate: for example, setting up quick Q&A replies to facilitate fans to reply quickly; or emphasizing the time nodes of the event to increase the sense of urgency of the event and encourage fans to speak up; in addition, empathy can be used to guide the opening of the audience, eliminate their concerns, and achieve in-depth conversations.

Guide fans to speak up - examples of how to speak

Step 2: Understand fans’ needs

After successfully inspiring fans to speak up, optimizers can communicate through multiple information points to understand fans’ current intentions, thereby prescribing the right medicine, solving fans’ needs, and promoting sales conversions.

Shooting time and location survey:

By asking about the expected wedding date and photo shoot period, we can determine the urgency of the customer's needs and use different conversational language to promote later conversions; asking about the expected photo shoot location can increase the rate of later store invitations.

Budget level survey:

Ask about the budget and understand fans' acceptance of the price of wedding photos. Later, push different sets of shooting content and service content to promote order conversion and improve ROI.

Preferred style:

Understand fans' preferences and their knowledge of wedding photos, push relevant content such as brands, customers/samples, schedules, etc. according to their preferences, refine or simplify the words according to the fans' situation, and increase the invitation rate.

Optimizing fan experience:

Through vivid expressions such as emoticons and pictures, we cater to customer needs and make conversations more cordial. Combining closed questions with other information points of intent can create richer chat scripts, making the chat process fuller and more lively, giving customers a better experience. In addition, for promotional activities, you can highlight holiday event promotion information to demonstrate a sense of urgency and promote conversions.

Understanding fans’ needs

Step 3: Encourage fans to stay

After carefully analyzing fans’ needs, we divide them into two categories: urgent and non-urgent, based on the information they respond to. Using different speech strategies and in-depth communication with different types of fans can better improve customer conversion rate.

Fans' strategies for urgent needs:

For fans whose wedding is within 3-6 months or who want to come to the store for consultation within the past week, their needs can be classified as more urgent. During the conversation, you can inform the shooting schedule in advance to increase the sense of urgency; at the same time, guide telephone or WeChat voice communication to make communication faster and more efficient.

Non-urgent fan talk strategy:

For fans who mainly want to know about prices, promotions, and product styles, the urgency can be determined to be low. In terms of sales talk, you should focus on the fans' specific needs and preferences, briefly introduce the content of the event, and then guide them to add WeChat or call to introduce the package/event details, and you can also send some behind-the-scenes videos, finished films, etc.

Examples of how to motivate fans to leave messages

For fans with different levels of urgency and openness, different conversation frequencies and amounts of words can be flexibly adopted in the later stage. For fans with urgent needs, it is recommended to quickly acquire customer information within 10 minutes, and directly ask multiple-choice questions to tap into their needs and acquire customer information after opening your mouth; for fans who have concerns, if you are unsuccessful in getting customer information after tapping their needs, you can immediately display the package style with pictures or inform them of event information to eliminate their doubts and acquire customer information.

Author: Tencent Advertising Source: Tencent Advertising